In-Person Training

Product Strategy for Designers

Learn to bridge business strategy and design to create products people love.

Mission Bay Conference Center, San Francisco, CA

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This training workshop is limited to 50 people. Sign up before it sells out!

This workshop provides an in-depth, hands-on exploration of business strategy, product management, and the role of design in both of these disciplines. Over two days, Ben Yoskovitz will guide designers through various tools, techniques, and processes for understanding and mapping business strategies, measuring what matters, and learning how to build quality products that solve real problems.

Product Strategy for Designers is best suited for designers who want to understand the broader scope of what’s involved in building and managing a business and product, from the overarching goals and vision to the nitty-gritty details of how to get there. This two-day workshop will be interactive and engaging, with numerous case studies and activities. Designers will leave with a more holistic view of how businesses operate, how product management functions, and how design can impact both.

“Great ideas, advice, recommendations, frameworks. Very worthwhile. I literally wish I’d had a chance to take your class 6 months ago. Would have been a great help on a team with limited Product Management experience.”

What you’ll learn—and how you can apply it

By the end of this live, hands-on course, you’ll understand:

  • Key concepts of product development and management, such as pricing models, business models, data analytics, and product roadmapping, to be sure you’re designing a product that meets the needs of your target market
  • How your work can have an impact in achieving broader business goals
  • How to collaborate more closely with product management and engineering teams to deliver the right products to market

And you’ll be able to:

  • Figure out what to build, with confidence
  • Determine the most important use of your organization’s resources
  • Leverage Lean principles and tactics for building better products
  • Deploy the Design Thinking process within your organization to innovate quickly and effectively

This course is for you because…

  • You’re an experienced designer in a leadership position who needs to understand product strategy to better direct and manage your team’s design efforts
  • You’re at the top of your game in design, but you realize you could make greater contributions to your organization if you learned more about the strategic side of product development
  • You regularly interface with product management and business teams and you need to know their concerns and motivations—and speak their language—to achieve greater success together

Prerequisites and requirements:

  • Ideally, participants will come with at least one coworker in order to work together on various exercises. This course includes numerous opportunities for teamwork.
  • A basic knowledge of Lean Startup is helpful but not required.
  • When you register, you’ll receive a list of references and resources. This is not required reading but it is recommended to help you get the most from this training course.
  • During the course Ben will reference numerous online resources; having a laptop available will be helpful.

About your instructor

Ben Yoskovitz

Ben Yoskovitz is an entrepreneur, angel investor, and author with 20 years of experience in the technology industry. Ben is currently Founding Partner at Highline BETA, a startup co-creation company. Highline BETA collaborates with large corporate partners and venture-backable founders to launch disruptive startups.

Previously, Ben was VP Product at VarageSale and VP Product at GoInstant (which was acquired by Salesforce). He also ran a startup accelerator, Year One Labs, which provided funding and up to one year of hands-on mentorship. Year One Labs followed a Lean Startup program, making it the first accelerator to formalize such a structure. Three of five companies graduated from Year One Labs and went on to raise follow-on financing; one of those companies, Localmind, was acquired by Airbnb.

Ben is the co-author of Lean Analytics, a book that combines Lean Startup best practices and analytics to help people build businesses and products faster. He regularly writes about Lean Startup, product management, angel investing, scaling startups, and other topics on his Instigator Blog.


Lunches will be provided.

  • Day One: Morning
    • Introduction, course overview, and expectations
    • How design fits into business and product management
    • Break
    • Business mapping: Lean Canvas
    • Exercise: Lean Canvas and Q&A
  • Lunch (one hour)
  • Day One: Afternoon
    • Business mapping: Value Proposition Canvas
    • Exercise: Value Proposition Canvas and Q&A
    • Break
    • Metrics: The fundamentals
    • Break
    • Measuring success: An introduction to Lean Analytics
    • Exercise: Systems Diagram and Q&A
    • Break
    • The One Metric That Matters & Lean Analytics Cycle
  • Day Two: Morning
    • The role of product managers
    • Building product roadmaps
    • Exercise: Product roadmap design and Q&A
    • Break
    • Feature prioritization and MVPs
  • Lunch (one hour)
  • Day Two: Afternoon
    • Exercise: Ranking features for development and designing MVPs
    • Break
    • Applying data and product management best practices to design
    • Discussion around tests/experiments and the role of design
    • Fitting product design into the product development process
    • Q&A and wrap-up


The course will be held at: Mission Bay Conference Center at UCSF, 1675 Owens Street, Suite 251, San Francisco, California

Travel discounts

Rental Car Discounts


If you need a rental car while attending the conference, you may go to the Hertz Interactive Reservation System to receive the special O’Reilly discount on rental cars for the conference. Or call Hertz Reservations at (800) 654-3131 and mention code #01XY0041.

United Airline Discount


To receive your 3% - 10% Discount on United Airlines flights to our event, you can book online at and provide discount Code ZVUR591372. Or, for a $25 service fee you can call United Meetings at (800) 426-1122 where a ticketing agent can help you by phone.

Group tickets

Working as a team? Learn as a team.

Taking this course as a team ensures that everyone is on the same page and understands both the immediate and long-term and immediate goals of your project. Exploring new ideas and collaborating on exercises together is a great team-building experience; everyone on your team will have the opportunity to ask questions, discuss use cases, and learn from other participants.

For group tickets and enterprise licensing, please contact

Code of Conduct

All participants must follow our Code of Conduct, the core of which is this: an O’Reilly conference should be a safe and productive environment for everyone. Read more

O’Reilly Media, Inc. assumes no responsibility or liability for the facilities or services provided by the vendors and suppliers. Anyone attending this conference releases O’Reilly from any and all claims that may arise out of attending at this conference.

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